In the heart of fashion, a unique retail concept is emerging. Nuovo, founded by Lisa, has transformed from a simple vintage shop into an artistic vision that resonates with fashion enthusiasts. This boutique, known for its curated selection of high and low brands, offers more than just clothing; it presents a lifestyle. Despite operating on minimal sleep and fueled by multiple coffees, Lisa’s dedication to her craft is evident in every detail, from the store's visual identity to its carefully chosen inventory. Her approach, blending intentionality with spontaneity, has created a brand that reflects both her personal style and evolving aesthetic.

The Birth and Evolution of Nuovo

During a crisp autumn afternoon, as the golden leaves swirled around the bustling streets of Paris, Lisa sat on what she affectionately calls the "boyfriend bench." Already, an eager queue was forming outside her store. Clad in a navy cropped jacket adorned with gold buttons, straight-leg jeans, cream almond-toe heels, and a Timberland cap, Lisa reflected on the journey that brought her here. What started as a passion project during a PR internship has blossomed into a fully-fledged retail venture.

Lisa’s initial foray into buying and selling vintage pieces from the '90s and early 2000s laid the foundation for Nuovo. Her keen eye for under-the-radar labels from Italy and France quickly distinguished her from other resellers. A serendipitous encounter with a woman selling Plein Sud deadstock led to the acquisition of a 5,000-piece archive. After much contemplation, Lisa purchased this collection, selling most of it to friends at modest mark-ups while retaining around 100 pieces that deeply resonated with her. These pieces became the cornerstone of Nuovo’s identity.

The opening of Nuovo’s flagship store in Le Marais, Paris, marked a pivotal moment. Displaying a Plein Sud dress in the window caught the attention of Faycal Amor, the designer behind the label. Their subsequent conversations solidified a lasting friendship and partnership. Today, Nuovo stands as a testament to Lisa’s vision and perseverance, with pop-up events in London’s Soho further expanding its reach.

From the thoughtful styling of Instagram posts to the intentional curation of each item, Nuovo embodies Lisa’s instinctive approach to fashion. As she continues to evolve, so too will the brand, promising new horizons and innovative offerings.

For fashion enthusiasts, Nuovo represents more than just a store—it symbolizes a fresh perspective on retail. The brand’s success underscores the importance of staying true to one’s vision while embracing the unexpected opportunities that life presents. Lisa’s story serves as a reminder that passion, combined with persistence, can transform even the smallest ideas into something extraordinary.